social media landscape hong kong - august 2013
DESCRIPTION
45-minute introduction to the behaviour behind social media usage in Hong Kong, presented to 100 women entrepreneurs at the Entrepreneurs Club. Presented by Napoleon Biggs, Founder of Web Wednesday and Chief Strategy Officer of Gravitas.TRANSCRIPT
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Social Media Landscape Hong Kong 24th August, 2013
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Knock-‐out Game: How Social are You?
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FLEISHMAN-‐HILLARD 3
• PIERS MORGAN – CNN (LARRY KING REPLACEMENT)
Do you s3ll get Bri3sh papers in the morning?
I’ve just stopped ... TwiGer’s become my number one news source.
But…he was spoGed reading newspapers!
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Global Love Story!
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C2C: real-‐Eme producEon
Available within 2 hours in China!
Available within 24 hours in China!
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Social media is more than…SNS
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People are using social media for…
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Government officials
University management
Pop stars
And more…
They are on social media, too
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Social media helps your brand building
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Social media can also destroy your brand
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Rapid migraEon to mobile
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In Hong Kong, we use smartphone for…
Sources: Google Our Mobile Planet survey (2011)
visit social networks
93% 88% look for local information
mul3-‐task when using smartphone
86%
71% play games shop on mobile
33%
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Source: CIC Data 2012
60 Seconds on the Internet in China…
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Online Shopping Boom in China
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Who’s making money?
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How do you get started?
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Get to know your local plaQorms
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Set clear, measureable goals
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Use Search Wisely
Pay aGen3on to the cultural differences between the northern and southern parts of China.
e.g. Jacket: 棉衣 or 棉服 in Southern China; 棉猴 in North-‐Eastern part of China
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Embrace group buying
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Where is it all going?
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Top Take-‐Aways • Before you begin, learn how the pla\orms work and how people use them • Apply different tac3cs for different parts of China (search and social) • Be authen3c and down to earth: a person not a corpora3on • Don’t focus on fan numbers BUT look at what they say and share • S3ck with it and be pa3ent (an abandoned account screams failure or “jumping on the bandwagon”)
• Don’t let an intern manage your online marke3ng • Use the right management tools (email, search and social ) • If someone follows you, pay aGen3on. If they are interes3ng, follow back • Be prepared: keyword buying strategies, content plans, influencer incen3ves. • Experiment...and adapt quickly • Pay for exper3se – you will save a lot of money and 3me!
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Thank You! 谢谢!
Napoleon Biggs Chief Strategy Officer, Gravitas Group Founder & Host, Web Wednesday
Direct +852 3759 5988 | Mobile +852 9278 5898
Email: [email protected] Blog: www.webwednesday.asia
TwiGer: www.twiGer.com/webwednesday Community: facebook.com/webwednesday